I adopted 'ground up' decades ago when I started using FedSpec grade GE, Hubbell, and Bryant receptacles all of which had the brand cast into the face. In '88 an inspector complained that his light up ground checker was hard to use; I replied that having the brand name engraving upside down seemed poor practice. The job passed.

I do install 'ground down' for fridges which typically have angle caps. In a current job, the kitchen area receptacles are P&S TR and FedSpec which have the TR engraved implying ground up.

The NEC does not cover the orientation of the device. It falls under installation preference and workmanship. I always install the receptacle with the grounded (neutral) terminal on top when the receptacle is horizontal, but that was my preference.

Orientation is sometimes covered in the electrical notes of building plans.

As much as I like the theory behind ground-up, I'm not a huge fan, as it can cause convenience issues if the facility ends up using some cords with right-angle plugs--which (usually, but not always) fare better if ground is down. (I've actually seen one instance where a two-gang box had one receptacle up and one down--but granted, that was a customized setup where the end-user needed cord management in both directions for various devices.)